WPP announced the launch of VMLY&R Commerce, a new end-to-end “Creative Commerce Company” which will bring together VMLY&R and Geometry. This comes after last week’s announcement that WPP would be merging Grey with AKQA to form the AKQA Group.
VMLY&R Commerce will operate as a distinct company within the VMLY&R global network and will aim to capitalize on the substantial growth in the e-commerce industry.
Beth Ann Kaminkow, currently Global CEO of Geometry, will head up the new entity as Global Chief Executive Officer.
VMLY&R Commerce will be central to the VMLY&R network’s total brand and customer experience offering. It will aim to help connected brands grow by unifying client strategies around commerce to drive both brand equity and conversion.
“As the pandemic accelerates new consumer behaviors and expectations, commerce is fast becoming the next channel for the most creative engagements and experiences.”
The new entity will leverage the combined assets of the Geometry and VMLY&R networks, which between them have more than 11,000 employees across 80 countries worldwide.
“Consumer experiences today are centered on commerce, making it increasingly important to our clients’ marketing and media decisions. As the pandemic accelerates new consumer behaviors and expectations, commerce is fast becoming the next channel for the most creative engagements and experiences,” said Kaminkow. “With the launch of VMLY&R Commerce, we can now offer our clients creative commerce at scale, harnessing data and technology to build brands and sell products across channels.”
Geometry has helped clients navigate the new commerce landscape while VMLY&R has also seen substantial momentum across its customer experience practice, expanding its e-commerce business with client partners.
“2020 has seen explosive growth in ecommerce as brands adapt to a new reality.”
The new agency will utilize Geometry’s proprietary Living CommerceTM platform to guide strategic commerce consultation, development and activation across retail, design, experiential and innovation disciplines. Living CommerceTM facilitates the understanding of how, when and why people buy to deliver creative commerce solutions based on real human insights, driving commercial impact.
“I’m thrilled to work with Beth Ann on the evolution of our collective commerce offering through VMLY&R Commerce,” said Jon Cook, VMLY&R Global CEO. “We have been partnering closely across many clients and it is clear we share a vision and belief in the role commerce plays in a consumer’s journey and creating connected brands. Importantly, we both have a deep passion for leading our businesses with a focus on culture – both internally and with our client partners which is essential in creating a new company built for the future.”
VMLY&R Commerce will be fully operational from January 1, 2021, and the integration of the agencies’ teams and assets will continue through 2021.
“2020 has seen explosive growth in ecommerce as brands adapt to a new reality,” said Mark Read, CEO of WPP. “This new company will offer outstanding creativity, industry-leading commerce expertise, and sophisticated data and technology skills to help brands grow in an omnichannel world. It also meets clients’ needs for simple, tightly integrated propositions from their marketing services partners.”
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